I Want to Be Where the People Are.
My (and Ariel's) Prediction on What OpenAI’s Sora Will Mean for Us This Year.
Sora, both dazzling and unnerving us with its daily outputs from simple text prompts, places us at a pivotal juncture. It prompts us to reevaluate our connection with "traditional" content, challenging us to question the essence of content value, production quality, and the newfound ease of creativity. What does it mean when artistic quality becomes a choice rather than a budgetary constraint? And what implications arise when anyone can create content that once demanded years of expertise? What is considered “fake” and what is “real?"
Most importantly, a core question arises: What does this mean for your agency, your network team, or your career in the coming year?
Here's my forecast: As the digital landscape overflows with user-generated content, fan-made creations, and hyper-indie series, the way fans relate to content will evolve. The value of engagement will shift. In a world where anything can be created with a click and authenticity blurs, how do we define “real?”
My bet, echoing the words of our favorite mermaid, Ariel, is that you’ll want to be where the people are.
If there's one lesson COVID-19 has reinforced, it's our intrinsic desire for connection. Despite technological leaps, the joy we get from shared experiences—be it with family, friends, or strangers—remains unmatched. This truth highlights the irreplaceable value of communal moments.
This trend is already becoming evident. Since mid-2022, we've witnessed a surge in live marketing—cons, expos, and activations—highlighting a growing shift towards experiential marketing and shared experiences. Moreover, "massive-scale" events like The Las Vegas Sphere, Taylor Swift's Eras Tour, and the success of this year's Super Bowl underscore a growing demand for live, communal experiences that create real connections and unforgettable memories.
What does this mean for you? The future lies in creating multi-platform immersive "live" brand experiences that resonate personally, blending authenticity with personalization. This is where we as entertainment marketers excel. Our collective future will focus not just on enhancing live experiences but on redefining them, making each moment more engaging, memorable, and real.
As you think about the future of your agency or career against this backdrop, remember: the most valuable opportunities lie in crafting spaces and experiences where people can come together, share, and feel. The future isn't just about AI; it's also profoundly human.
